ISBA members explored the UK's £2bn programmatic market to decipher how much advertiser spend reaches publishers. The study, powered by PwC's data team, collected information from advertisers, agencies, DSPs, SSPs, and publishers. This data represented a substantial portion of the UK's programmatic ad spend.

Data collection unveiled that publishers receive about half of the advertiser spend. A notable 'unknown delta' of 15% was identified, referring to the spend that couldn’t be traced due to possible limitations, undisclosed fees, or various other reasons. The intricate supply chain, with its numerous pathways, further complicated the quest for transparency.

The findings emphasise an immediate requirement for industry-wide standardisation to enhance clarity and transparency. Collaborative investigations into the unattributed costs are essential. All involved parties must champion uniform transparency practices, support clarity initiatives, and enforce strict governance. This research aims to trigger positive shifts in the sector.